Introducing Google AdWords Enhanced Campaigns
Google AdWords Enhanced Campaigns have been rolled out to advertisers this month with a plan to upgrade all campaigns in mid-2013. This feature combines separate desktop and mobile campaigns into one. Rather than editing individual campaigns for possible device combinations, location and time of day, you’ll display your ads across devices with the correct sitelinks, ad text, apps and extensions.
Google positions this product as a way for AdWords to capture the power of context. By utilizing information such as location, time of day and device, advertisers will now have the opportunity to reach their audience with more compelling messages. By way of multi-device marketing, potential customers can seamlessly look for businesses on smartphones, tablets and computers while seeing more relevant ads. For example, if a consumer is searching for a pizza place from their smartphone, they will see a prominent call to action on an ad to click to call.
Love it or hate it, there is no option to opt-out of this upcoming change. You should start reviewing how these changes will affect your campaigns. Although Enhanced Campaigns are aimed at being more unified, you may find many of the fine-tuning capabilities that you are currently taking advantage of will be removed with this update.
Here are a few resources to get you started:
Should You Upgrade To AdWords Enhanced Campaigns?
Upgrading to Enhanced Campaigns
Google Webinars on Enhanced Campaigns
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